20.500.12556/DKUM-91082 Digitalni marketing kulturno-turistične institucije s poudarkom na podkastih: primer Slovenske filharmonije Digital marketing for cultural tourism instutions with a focus on podcasts: a case study on the slovenian philharmonic Naloga obravnava upadanje števila obiskovalcev koncertov klasične glasbe, kar je problem, s katerim se soočajo simfonični orkestri po vsem svetu, vključno s Slovensko filharmonijo (SF). Problem je še posebej izrazit med mlajšimi generacijami, saj večina obiskovalcev koncertov spada v starejšo starostno skupino. Glavni izziv je, kako privabiti nove segmente obiskovalcev, zlasti mlajše, in obrniti dolgotrajni trend upadanja števila abonentov. Namen je razviti priporočila za povečanje obiskanosti koncertov SF. Naloga vključuje analizo trenutne situacije, iskanje vzrokov za upadanje števila abonentov ter raziskovanje interesov in potreb mladih glede obiska koncertov klasične glasbe. Cilj je identificirati učinkovite marketinške, izobraževalne in programske strategije, zlasti tiste, povezane z digitalnim marketingom in podkasti, ki bi SF omogočile privabljanje mlajšega občinstva. V nalogi smo uporabili različne raziskovalne metode, vključno s kompilacijo literature, deskripcijo, klasifikacijo, analizo podatkov z družbenih omrežij, komparativno analizo pojavnosti na družbenih omrežjih izbranih mednarodnih orkestrov in sintezo teoretičnih spoznanj s praktičnimi ugotovitvami, pri čemer je bila glavna pozornost namenjena analizi digitalnega marketinga SF in vplivu uvedbe podkasta na obiskanost koncertov. Cilj je podati celovit vpogled v trenutno stanje in predlagati izboljšave, ki bi SF pomagale privabiti mlajše obiskovalce in turiste ter povečati obiskanost koncertov. This thesis examines the decline in attendance at classical music concerts, a challenge faced by symphony orchestras worldwide, including the Slovenian Philharmonic (SP). The issue is particularly pronounced among younger generations, as the majority of concertgoers belong to older age groups. The key challenge is thus attracting new audiences, especially younger ones, and reversing the long-term downward trend in the number of season-ticket holders. The aim is to provide recommendations for increasing attendance at SP concerts. The thesis analyses the current situation, identifying reasons for the decline in season-ticket holders and exploring the interests and needs of young people in relation to classical music concerts. The aim is to determine effective marketing, educational, and programme strategies, particularly those related to digital marketing and podcasts, that could help the SP attract younger audiences. Various research methods were employed, including a literature review, description, classification and analysis of social media data, comparative analysis of social media presence among selected international orchestras, and a synthesis of theoretical insights with practical findings. The primary focus is on the SP’s digital marketing efforts and the impact of podcasts on concert attendance. The aim is to offer comprehensive insights into the current situation and suggest strategies to help the SP attract more young visitors and tourists, ultimately boosting concert attendance. kulturni turizem marketing v kulturi digitalni marketing vsebinski marketing družbeni mediji kratki videoposnetki podkast cultural tourism cultural marketing digital marketing content marketing social media short videos podcast true true false T. Gorič Slovenski jezik Angleški jezik Magistrsko delo/naloga 2024-10-19 23:14:30 2025-03-12 12:27:10 2025-03-13 03:12:43 0000-00-00 00:00:00 2024 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 338.48-6:7/8 228715011 MN_Tea_Gorič_.pdf MN_Tea_Gorič_.pdf 1 CE417F831951300F6F9B1713306AB254 4459d47b1a6a93faeb94fb032cf5e5101f305d8d38303f1bfdf9e7935c3f7939 f5cd957e-fe75-11ef-b15e-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=189170 Ekonomsko-poslovna fakulteta 0 0 0